JOB TITLE : Senior Brand Manager REPORTING To : Vice President, Marketing LOCATION : Bangalore HQ COMPANY & BACKGROUND Dairy Day was started in 2002 by two veterans from the ice-cream industry, with a keen desire to chart their own course in a category they were deeply passionate about. Over the past 20 years, Dairy Day has grown to become a regional leader in the ice-cream category, with market leadership in Karnataka & with the brand ranked 3rd in Tamil Nadu. The brand boasts of strong presence on-ground across 70000+ retailers, and continues to grow rapidly at 25%+, with FY’24 revenues at 680 Cr. Along the way, Dairy Day has attracted significant investor interest, with investments from Motilal Oswal in 2016 and a sizeable investment from Kedaara Capital in 2024. Going forward, the brand’s objective will be to step up growth even further through strengthened marketing interventions & geography expansion, premiumize & dial up relevance through a strong NPD pipeline and strengthen competitive growth across emerging channels, thereby becoming one of the top 4 players nationally. We are looking to hire a Senior Brand manager , to come in and work closely with the VP-Marketing & founders in putting together the marketing roadmap for the brand over the next decade. The individual will lead thinking on building brand proposition & positioning, communication & pack design development, media deployment, social media strategy and trial generation. This role essentially offers an opportunity to apply classical principles of FMCG marketing to strengthen the brand’s proposition & identity, while allowing for execution freedom & speed to market comparable to a new-age start-up - providing a good mix of strategy & execution. ROLE AND RESPONSIBILITIES Lead thinking on brand identity, brand proposition & architecture – put in place & strengthen brand fundamentals. Strengthen and improve the design of BTL POS assets which can help with stepping up discovery & driving offtake at POS. Develop sharp insight-backed campaigns that can bring the brand alive across touchpoints. Lead brand building efforts through media deployment in-season and by building & dialing up a strong content-led strategy & deployment for the brand across platforms. Work closely with sales teams across general trade & modern trade to drive physical availability of focus portfolio and in driving incremental revenue from new launches. Build a strong trial generation model through in-store promoter deployment and through trial generation interventions across schools & apartment complexes PROFESSIONAL REQUIRMENT 5-7 years of experience in FMCG categories, with a mix of exposure across sales & marketing. Experience in Biscuits, chocolates, ice creams is a bonus. Recent experience with D2C FMCG brands also serves as a bonus. Strong understanding of GT & MT channel and sales environment, with relevant experience in ASM roles. Strong & impactful experience in leading marketing for FMCG brands, with experience in brand development (positioning, insight generation, crafting communication, pack design), media deployment across traditional & digital channels, experience in content strategy & deployment across social media platforms. What we’re looking for: An entrepreneurial approach that derives joy in setting things up from scratch, a proven track record of delivering impactful brand building & development work and a mature mindset that allows for engaging in foundational marketing work that can shape the brand over the next decade, creating lasting & sizeable impact. FUNCTIONAL COMPETENCIES Experience in on-ground sales & distribution. QCom exposure is a definite plus. P&L management experience Media deployment across traditional & digital channels. Brand development – proposition, insight, creative brief development, pack design Content strategy – creation & deployment – across multiple touchpoints. Interested Candidates can share your profile with your CCTC and ECTC on t.shrinidhi@dairyday.com Show more Show less